文化創意設計之文化表現：族群文化高涉入者「我群」想像的探索和詮釋

Cultural Expressions in Cultural Creative Design: Exploring and Interpreting the “We-Group” Imaginings of Individuals with High Ethnic Cultural Involvement

本研究旨在反思和改善文化創意設計中關於文化表現的爭議。前導研究以客家服飾設計的文化表現爭議為例，建立了一個理論概念模型，以驗證「文化涉入程度會影響人們對文創商品文化表現的認同程度」之研究基本假設。結構方程模型檢驗的結果顯示：有別於文化低涉入者將「客家性」表現框限在標誌性的族群象徵來「保留原生特色」，文化高涉入者更期待客家服飾可以跳脫框架，隨脈絡重建出新特色。據此，本研究將設計前期文化研究的重點從文物特徵分析轉移到探索文化高涉入者期望建構的「我群」文化意象。於是在研究的第二階段，本研究以ZMET隱喻抽取技術為方法，說故事為架構，進行族群文化高涉入者「我群」想像的探索和詮釋。經由故事內容的敘事分析，本研究最終提出了一個故事架構，概要出文化高涉入者想像的「我群」意象故事之敘事目標、主題、母題、角色類型及其行動功能，為設計者提供了一個理解與轉譯族群高涉入者對自身文化想像的故事框架，以協助他們在此基礎上發想用設計滿足高涉入者對自身文化想像的各種可能。

This study aims to critically examine and enhance the controversies surrounding cultural expressions in cultural creative design. By examining the controversy surrounding cultural expressions in Hakka clothing design as a case study in the pilot phase, a theoretical conceptual model was established to validate the fundamental assumption of this research:“The degree of cultural involvement influences individuals’ level of identification with the cultural expressions of cultural and creative products.”The results of the structural equation model analysis indicate that individuals with high cultural involvement expect Hakka clothing designs to transcend traditional constraints and be reimagined with new characteristics that are contextually relevant, instead of merely preserving the original symbolic ethnic forms or style images. Based on this, this study shifts the focus of early-stage cultural research in design from analyzing artifact characteristics to exploring the construction of the“we-group”cultural image that aligns with their expectations. In the second phase of the study, the Zaltman metaphor elicitation technique was employed as a method, using storytelling as the framework, to explore and interpret the“we-group”imaginings of individuals with high cultural involvement. Through narrative analysis of the story content, this study ultimately proposes a story framework that outlines the narrative goals, themes, motifs, character archetypes, and functional actions within the“we-group”cultural image stories envisioned by individuals with high cultural involvement. This framework provides designers with a conceptual tool to understand and interpret the self-cultural imaginings of highly involved individuals within the ethnic group, facilitating the generation of diverse design possibilities that align with their self-cultural imaginings.